WATCH: Is This JC Penney Commercial The Most Sexist Ad Ever?

We’re starting to wonder if J.C. Penney is actively courting bad press. Hot on the heels of their “I’m Too Pretty To Do Homework” shirt debacle, the mass market retailer launched a new campaign that uses Phoebe Cates‘ iconic red bathing suit scene from Fast Times At Ridgemont High to sell men’s dress shirts. Wait, what?

The idea behind the ad, according to the spokesperson who introduces it, is that men are incapable of focusing on anything that doesn’t come part and parcel with a half-naked teenage girl.